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China Luxury Summit 2007中国顶级奢侈品2007 Sharing分享,Know more about the Consumer更了解消费者China Luxury Consumer中国奢侈品消费者,Who Is Buying Luxury Goods in China?在中国,谁在购买奢侈消费品?,Two categories-两类人:The super-rich-超级富豪Coal mine owners from Shanxi province山西省煤矿主Company owners from Wenzhou in Zhejiang province浙江温州的公司老板Real-estate developers who have made millions in big cities在大城市里拥有过百万身家的房地产商Prominent factory owners from the Pearl River delta area珠江三角洲杰出的工厂老板The rising middle-class- 正在崛起的中产阶级Defined as a household with an annual income of between USD7,800 and 65,000, account for about 15% of urban households家庭年收入在$7,800-$65,000之间(人民币5.5万 45万),占整个城市家庭数量的15%。Mainly are white-collar office workers (young-aged, well-educated, employed in well-paid professions, live in urban areas主要为写字楼白领阶层(年轻,高教育,高收入,生活在城市)Middle-class consumers will become the main force behind luxury goods consumption in future -中产阶级在未来将成为奢侈品消费的主力军,Who Is Buying Luxury Goods in China?在中国,谁在购买奢侈消费品?,Other Segmentation-其他方面:The traditional business elite-传统企业精英Typically are male and over 35 典型代表为35岁以上的男士Hold a senior position with a domestic company or a government agency在国内企业或政府部门拥有高级职位 They are more sophisticated than other luxury shoppers, and moving on to luxury experiences. They demand more value for money他们比其他奢侈品消费者更精明,并趋向与奢侈消费体验,他们要求金钱带来更高的价值。The new luxury shopper -新型奢侈品消费者Entrepreneurs, business people and celebrities 企业家,商人与名流Younger than the traditional luxury shoppers 他们比传统奢侈品消费者更年轻Empowered women-女强人Business woman, celebrity and newly independent rich wife女商人,名流和拥有家庭却独立而富有的女性Have achieved independence and economic power. They outperform men in academic achievement, career progression, and business start-ups in fields在经济上独立,在学业成绩与职业发展以及创业领域都超越男性。Little emperors-小皇帝Only-children now entering their teen years and early adulthood处于青少年期或成年早期的年轻人6 sources of disposable income with parents and grandparents 拥有父母和祖父母6个人提供的任意使用的财政来源,Their Attitudes to Luxury Brands-他们对待奢侈品的态度,Very positive. China consumer are aspirational to luxury brands非常积极-中国消费者对奢侈品牌有强烈欲望。Owning luxury goods symbolizes a successful life and having good taste. It is rarely perceived as “wasting money” or being “superficial”拥有奢侈品代表着你拥有成功的生活与高品味,而不常被理解为“浪费钱“或是“肤浅”。,Data source: TNS research. Respondents: total 830 respondents, all are aged between 20-45, earning a min. of RMB3,000/mth, living in tier cities. 2/3 of them are married and 77% are educated to college level or above,Their Attitudes to Luxury Brands-他们对待奢侈品的态度,The positive attitudes are equally among different income segments or in 2nd tier cities. -这种积极态度是在不同收入阶层或是二线城市都同样存在。Higher income consumers claim that they are more likely to buy luxury goods as a means of self-reward-高收入的消费者宣称购买奢侈品更像是对自己的奖赏。,Data source: TNS research. Respondents: total 830 respondents, all are aged between 20-45, earning a min. of RMB3,000/mth, living in tier cities. 2/3 of them are married and 77% are educated to college level or above,Purchase Intention & What Are They Buying? -购买目的&他们买什么?,Strong intention to purchase luxury products in the next year, with the relatively similar appetite among the 3 key cities and 2nd tier cities-在未来一年的奢侈品消费欲望调查中,三大主要城市与二线城市拥有比较接近的消化量。Willing to purchase those bigger-ticket items such as Watch & Jewelry on credit -手表与珠宝这些高面额奢侈品,人们更愿意用信用卡消费。,Data source: TNS research. Respondents: total 830 respondents, all are aged between 20-45, earning a min. of RMB3,000/mth, living in tier cities. 2/3 of them are married and 77% are educated to college level or above,Key Motivations of Buying Luxury Goods- 购买奢侈品的主要动机,-功能上,-时尚,-长期的高品质,Key Motivations of Buying Luxury Goods-购买奢侈品的主要动机,-情感上,-反映成功地位,-自我回报与自我放纵,-增强信心的方法,Variation by Male and Female -男性与女性的差别,-奢侈品能激励自信对于男性更重要,而女性则因自我放纵而花钱更多。,-地位,-工作需要,-社会交际圈,-自我回报,-自信心,Variation by Market Tier-不同级别市场的差别,-增强社会地位与自信心因素在二线城市更需要被凸显,-工作需要,-社交圈子,-自我回报,-自信心,-地位,Variation by Region-不同区域的差别,东部:较发达,追求高质量生活的传统北部:较不发达,但是面子很重要南部:发达,但花钱较实际中部:较不发达,对西方文化开放度较低,-工作需要,-社交圈子,-自我回报,-自信心,-地位,-花钱实际,Their Perception of Luxury Brands- 他们对奢侈品牌的感知,Overall have relatively low levels of brand sophistication due to their limited understanding of brand heritage and product offerings-总的来说,由于中国人对于品牌历史和产品认知都比较有限,奢侈品牌在中国发展还处于低水平。Big brand name rule-大品牌规则Any brand is associated with status-品牌与社会地位相关However, these generalizations are gradually changing and Chinese consumers are becoming increasing individual in their buying habits, especially in east and south region-然而,这些概括正在逐渐改变,越来越多中国消费者的购物习惯变得个性化,尤其在东部与南部地区。In many categories, luxury brands are developing unique association and images. Leading brands core values have started taking shape in China-在许多种类方面,品牌建立了独特的联系与形象,这带领着品牌的核心价值开始在中国建立起来。,Most Aspirational Brands of Them-最渴望拥有的品牌,-衣服,-珠宝,-化妆品/香水,-手表,How are luxury brands seen by the consumers?-中国消费者眼中的奢侈品牌(本页非常重要!),-化妆品/香水,-同等标准下一线与二线城市的区别,创造革新,优雅得体,温柔恬静,前卫,魅力,领导时尚,极致高贵,知性聪慧,娇媚浪漫,性感诱人,小刚发现一:没有奢侈品牌讲创新,小刚发现二:很少奢侈品牌讲前卫,钟文发现三:很少奢侈品牌讲娇媚,Most Aspirational Brands of Them?-最渴望拥有的品牌,-酒,-皮具,-车,Strategies for Luxury Brands-奢侈品牌策略,Marketing-市场Low levels of brand awareness lead to low brand loyalty-低品牌认知导致低品牌忠诚度That means luxury brands should not only inform consumer of the brand benefits, but sway them towards making a purchase-这意味着品牌不仅要告知消费者品牌利益,还需要挑逗消费者进行购买。Brand building is not only through print and TV advertising, but through luxury events and shows and customized lifestyle publications-品牌建设不仅要通过平面和影视广告-还需要通过奢侈品公关活动和用户定制化的印刷物。Word-of-mouth luxury promotion and advertising through niche media is not yet proved very effective-通过媒体传播口碑的广告已经不再有效。While luxury events are held with increasing frequency, with much publicize promotion by media。-奢侈品公关活动的频次增加,大部分都通过媒体进行宣传。,Strategies for Luxury Brands-奢侈品牌策略,Diffusion strategies-传播策略Product diffusion lines which entice the less affluent and raise brand recognition among aspiring young shoppers-通过扩充产品线来吸引不太富裕但是有抱负的年轻消费者并提升他们的品牌接受度China is developing, such strategies are not yet central to the success-中国正在发展,这些策略不能取得核心成功。(?)But it might be considered more when the market becomes more mature and competitive -当市场变得更成熟与更具竞争力的时候,我们应该考虑更多。,The luxe-plosion model -奢侈品爆破理论 Cult Tools-时尚工具 Social network of opinion leaders-网络意见领袖 Press collection-新闻收集 The spin a show, or an event-公关表演或活动 Cult Catalysts-时尚催化剂 Celebrity parties- 名人派对 Fashion editors- 时尚编辑 VIP consumers-贵宾 The Buzz-口头传播 Media Frenzy- 媒体焦点 Talk of the town-全城话题 The Cult Adoption by the masses - 被大众接受,Strategies for Luxury Brands-奢侈品牌策略,Promoting brand culture-传播品牌文化Luxury brands needs to seed their success through establishing a luxury culture in the Chinese market-奢侈品牌需要在中国通过建立奢侈品文化来孕育成功。Many Chinese customers have little sense of luxury culture, while there is a growing cohort of rich Chinese have a full understanding of and appreciation for the luxury lifestyle -许多中国人对奢侈文化没有认识,然而理解奢侈文化和崇尚奢侈生活方式的有钱中国人正在增加。The sudden jump in wealth among Chinese has resulted in a short-term boom in luxury buying, only through the cultivation of a luxury culture can luxury brands look forward to sustainable, healthy development in China over the long term - 中国人财富的突然增加导致短期的奢侈品购买热潮,-只有通过奢侈品文化培养才能令奢侈品在中国得到长久,健康的发展。Special events and other PR efforts by luxury brands create a luxury culture environment and build emotional connections with the Chinese customers-特殊的公关活动可建立奢侈文化环境-与中国消费者产生情感联系。,Strategies for Luxury Brands-奢侈品牌策略,Store formats-商店模式As the market expands, some luxury bands are moving out of smaller stand-alone outlets and out of hotels to expand -随着市场的扩大-一些奢侈品牌开始向专门店和酒店以外的地方扩展。Luxury brands are operating mega-store formats with large ranges that have been shown

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